Research On Payment Mode Of Mobile Based On Value Network Theory

Along with the gradual technology mature of mobile communication, the rapid spread of the mobile intelligent terminals and the infiltration and integration of The Internet, the Internet of Things and mobile communication, the Payment Mode of Mobile met a great development opportunity t with the state policy supporting. While the Chinese market of mobile payment develops rapidly, there is still much to further develop and improve. For example, the visibility of mobile payment is low,and payment behavior remains to be further nurtured and guided; the credit system is underdeveloped, customers worry about the information safety of the mobile payment; the operation mode of the mobile payment has not been formed yet, the cooperation of industry chain is not clear, etc. Therefore, there exists practical significance to research the cooperation relationship of major parties of the mobile payment industry chain and establish the mobile payment mode for the development of our current mobile payment business.This paper surveys and analyzes the current situation of the domestic and international mobile payment, mirrors the successful experience of Japan and Korea in the development of mobile payment, choose the leading operators by taking the game theory research methods; mines target customers characteristics and focuses on the target market by taking the association rule mining method and questionnaire way; analyses and researches the composition, value source and forming process of payment mode chain; finally, it carries out qualitative and quantitative analysis of mobile payment mode by using the system dynamics and the actual operation data. It explored the improvement method and gives some advices for the development of Chinese mobile payment in detail, the main job of this paper is just as follows:There exist nearly 0.9 billion mobile communication clients, the average growth percentage in the past three years is 22.26%. The Mobile Payment has great development potency. The government's support policy and the cooperation of the financial regulatory authorities is the premises, to provide convenient and quick, low-cost mobile payment means is the foundation to develop mobile payment business, Learning from Japan, Korea development model, mobile communications provider integrate the parties of industrial chain, insisting on the management idea of opening, cooperation and common in philosophy is the key to success of the payment mode.Mobile communications operators, financial institutions and third-party payment agencies have strong desirability to operate the mobile payment. By three games, mobile communications operators with rich resources, good customer relations, strong brand, advanced mobile information, lead the development of mobile payment business, which will benefit the growth and maturation of mobile payment, and elevate the Pareto effect efficiency of industrial chain.The mobile payment mode based on value network is proposed, and it is decomposed into supporting and market network. Mobile communication operators join hands with the supplier of equipment the providers of payment platform service, the provider of network service and the provider of mobile terminal to create the supporting network and platform of mobile payment,to provide customers with qualified business and service, share the risks of value network and share the created value. The market network primarily conducts goods, services and information trades and capital payment and settlement activities. In the market network, the providers' goal is to promote the goods, and reduce costs and risks of capital collection, the convenience, promptness, security and low cost of accessing and paying capital is customers' hope, the intrest of the payment service company of non-financial institutions comes from the charge of business commission, financial institutions focus on the re-investment return of stock funds, mobile communication operators focus on increasing the customers' stickness and improving communications usage. The involving parties have no obvious conflict of interest, by making a reasonable economic system, it synchronises the participants' individual interests and the overall interest, achieve the optimal overall interest, and construct a Payment Mobile Mode of the maximum common value.In the initial stage, mobile payment business takes diversified cluster strategy, focuses on developing small-payment and high-end market, after the maturation of mobile payment business and perfection of mobile payment mode, it will switch to large-payment and low-end market, realising the transition from blue ocean market strategy to red ocean market strategy. It is more convenient and safe for the customers and merchants to use the mobile payment through the technical and business innovation, and it can form the scale economy effect by providing universal service, fastly increasing customers, reducing unit costs, and finally achieving the low-cost big-market mobile payment development strategy.Mobile payment participants can form scope economy effect by sharing the complementary advantage resources, and reduce new investment. The mobile communication operatiors integrate the payment platform, set an attractive value target, and introduce financial institutions and the third party payment agencies to join the payment platform, which undertake fund settlement and platform's operation work to take the first investment risks together, and the mobile communication operatiors joint the equipment suppliers, the payment platform service suppliers, the network service suppliers and the mobile payment terminal equipment suppliers, and introduce merchants and customers opened, to form mobile payment value community, and share the risks and benefits.It is necessary to carry out low-cost big-market development strategy, to integrate advantage complementary resources of participants and form a value community, to promote the construction of credit system, to use fingerprint identified mobile terminal equipment in order to ensure the safety of capital, and to increase mobile e-commerce taxation policy support which can consider the payment and sttlement business of mobile payment funds as the settlement business of banks, allow free tickets and free taxes. Besides, it is feasible and popula to carry out tax cut policy for the non-financial institutions which engaged in mobile payment business in a proper period.